The idea that culture can be managed entails a reversal of the usual idea of culture. “Culture, as social scientists use the term, is a mostly subterranean force, taken for granted, assumed, inarticulate. We are born into cultures, which teach us how to see, speak, and think. It is only through great effort that we can bring our own culture into view and then only partially. Corporate cultures, however, can be diagnosed, evaluated, and altered.”24 Managers needed to become anthropologists. But above all they needed to become founders of cultures, like a Moses, Jesus, or Muhammad. That is,
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